Zito argues that although meanings change with time, at the end of the 20th century we are witnessing not a change in meanings, but the demise of meaning itself. He presents evidence of the ever decreasing use of word language, upon which meaning is predicated, and the increase in iconographic impacts (Macintosh and television, for example); the routinization of ritual; the efforts to control information (as during the Gulf War); and the ideological competition among groups to dominate definitions of social situations by the use of oversimplified rhetorics. Zito pays particular attention to language, employing empirical data with classical and contemporary theoretical perspectives to argue that as the meanings of language change, the relations among persons change, and vice versa. Recommended for scholars of sociology and language.